With its quintessentially British DNA, fashion brand Boden has grown exponentially since it was conceived at Johnnie Boden’s kitchen table in 1991 and launched using his friends and family to showcase its products. Fast-forward 24 years and Boden has established itself as a lifestyle-first brand which focuses on family: creating clothes that women want to wear – and buy for her children and partner. Sunshine was challenged to refocus the company for the digital age and to re-energise the brand values to appeal to both its evolving customer and a new audience. Sunshine devised The Great Boden Diaries, an editorial proposition which returns to Boden’s roots in friendship and lifestyle.
Housed on boden.co.uk, the new content hub strategically capitalises on the real-life style leaders who love the brand. They communicate Boden values through inspiring editorial content that maps their experiences and through this we create conversations and engagement, cementing customer relationships and inviting in a new audience. Launched in September 2014, with contributors including Lauren Laverne, Liberty London Girl’s Sasha Wilkins and blogger Olivia Purvis, the Great Boden Diaries is part of Sunshine’s ongoing creative strategy for the Boden brand. Further contributors include Sali Hughes, the Girls with Glasses, Mademoiselle Robot and Emily Johnston of Fashion Foie Gras.